Super Bowl – the sponsorship behemoth

Super Bowl – the sponsorship behemoth

The Super Bowl, the highlight of the National Football League in the US, takes place tonight, with an expected audience of over 100 million.

It is a huge event in terms of sports sponsorship. The NFL makes the most money of any American sport, collecting a record-setting $1.07 billion in sponsorship revenue alone in 2013.

“The loyalty that NFL fans have for their sport is like no other. In addition to being loyal to football, they also have an affinity to the brand that sponsors football,” said Dedra DeLilli, a director in social media marketing and corporate sponsorships at TD Ameritrade,...

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